Store-brand products are often marketed as budget-friendly alternatives to national brands—cheaper, just as tasty, and practically indistinguishable. But not all private label products are created equal. Behind the promise of savings, some grocery chains quietly cut corners with their in-house brands, sacrificing quality, safety, and transparency to boost margins.
While some private labels genuinely offer value, others mask low-grade ingredients, questionable sourcing, and inadequate testing. And with food prices still rising in many regions, consumers may be tempted to reach for these bargain options without realizing what they’re actually getting or not getting.
Here are nine grocery chains whose private label products have faced scrutiny for cutting corners, and what it means for shoppers looking to save without compromising their health or values.
1. Walmart (Great Value)
Walmart’s Great Value brand is one of the most widely recognized private labels in the country, offering everything from canned goods to frozen meals. But part of how Walmart keeps prices low is through aggressive cost-cutting that can affect product quality.
Over the years, Great Value products have come under fire for inconsistent ingredient sourcing, vague country-of-origin labeling, and poor taste compared to name brands. In some cases, customer complaints have cited spoilage, inferior textures, or watered-down flavors—especially with dairy, canned vegetables, and processed snacks.
Despite the low price tags, consumers may be paying more in the long run through waste or dissatisfaction. And with minimal transparency about third-party manufacturers, it’s often hard to trace where Great Value items are actually made or what standards they follow.
2. Aldi
Aldi has earned praise for its low prices and no-frills efficiency, but critics argue that some of its private label items reflect that same minimalist approach to quality. Aldi’s in-house brands, which dominate its shelves, have been accused of using lower-tier ingredients, including more preservatives, sodium, or artificial flavors than comparable national brands.
While many shoppers are happy with Aldi’s offerings, issues have cropped up with specific categories like meat, dairy, and frozen entrees. For instance, some frozen items may be high in filler and low in actual protein, or bakery products may lack the freshness of their branded counterparts.
Aldi also offers fewer organic or non-GMO options, making it difficult for shoppers seeking transparency or specialty dietary needs. In its pursuit of affordability, Aldi’s private labels sometimes miss the mark on nutrition and quality.
3. Kroger (Simple Truth and Kroger Brand)
Kroger’s store brands include both budget-tier items and its more premium “Simple Truth” line, marketed as natural or organic. But that branding doesn’t always guarantee higher standards.
Simple Truth has faced backlash for inconsistencies between marketing and actual ingredients. For example, products labeled “natural” have contained additives or preservatives that conflict with the brand’s image. And while Kroger offers healthier choices in some areas, it also sells processed private label items with high sodium, sugar, or fat levels, especially in its lower-cost offerings.
Additionally, Kroger has faced lawsuits and complaints over unclear sourcing, particularly regarding meat and poultry in private labels that appear ethically sourced but aren’t always verified.
4. Target (Good & Gather)
Target’s in-house brand Good & Gather is positioned as both affordable and wholesome, but customer reviews and expert analyses suggest uneven quality across product categories.
Some frozen meals and snack items contain long lists of preservatives and fillers, undermining the brand’s health-forward messaging. Good & Gather has also been criticized for underwhelming taste or inconsistent quality control—issues that may not be noticeable at first but become clear over time.
While Target aims to provide convenience and modern branding, its focus on visual appeal can mask formula shortcuts and lower-quality ingredients that don’t align with the prices or marketing.
5. Trader Joe’s
Trader Joe’s is known for cult favorites and quirky packaging, but many of its products are manufactured by third parties with minimal transparency. While some private label items are great deals, others have quietly faced issues with recalls, mislabeled allergens, and subpar ingredients.
The chain doesn’t release the manufacturers behind its products, making it hard to verify standards or sourcing. This secrecy becomes problematic when consumers try to avoid certain ingredients or want ethically sourced items.
Moreover, some Trader Joe’s frozen meals and snacks are loaded with sodium and sugar, hiding behind friendly branding and unique flavor combinations. While Trader Joe’s wins points for creativity, not every product lives up to its reputation for quality.
6. Safeway/Albertsons (Signature Select)
Signature Select is the primary private label for both Safeway and Albertsons, and its performance varies widely by product. While some pantry staples are reliable, other items—especially frozen foods, deli meats, and baked goods—have drawn criticism for poor taste, chemical aftertastes, and excessive preservatives.
In some instances, Signature Select items have been linked to quality complaints involving unexpected ingredients or misleading labeling. And since the products are often cheaper than name brands, shoppers might not realize that the trade-off is often in nutrition or freshness.
The inconsistency within this private label line means consumers need to read labels closely and not assume store-brand equals good value.
7. Costco (Kirkland Signature)
Costco’s Kirkland Signature brand is generally respected for offering high-quality products at a great value, but even Kirkland isn’t immune from corner-cutting in select categories.
While the brand does offer great deals on pantry staples and household items, there have been concerns about transparency with certain meats, dairy, and supplements. Some consumers have pointed out that Kirkland-branded vitamins or protein powders may contain synthetic fillers or ingredients sourced from countries with weaker food regulations.
Costco’s bulk model also encourages over-purchasing, leading people to buy large quantities of items without evaluating the quality as closely as they might with smaller packages. While Kirkland often hits the mark, it’s worth scrutinizing the fine print, especially for health-related goods.
8. Publix (Publix Brand and GreenWise)
Publix enjoys a loyal regional following, and its GreenWise line targets health-conscious shoppers. But just like with Kroger’s “Simple Truth,” there’s often a gap between image and reality.
The Publix house brand has drawn criticism for being too similar to national brands in composition, but not in quality. Complaints have ranged from bland frozen dinners to dairy products with short shelf lives. GreenWise, meanwhile, sometimes uses natural or organic buzzwords that don’t always reflect third-party verification or ingredient purity.
With prices creeping closer to premium brands, the expectation is higher, and some consumers feel Publix doesn’t always meet that bar.
9. Whole Foods (365 Everyday Value)
Whole Foods’ private label, 365 Everyday Value, was created to offer affordable access to high-quality, organic food. But after Amazon’s acquisition of Whole Foods, some long-time customers have noticed changes.
There’s been a reported decline in certain 365 products’ taste and freshness, and a broader shift toward mass appeal rather than niche, high-integrity sourcing. While 365 still emphasizes organic and non-GMO labeling, that doesn’t automatically equate to superior taste or nutrition.
Additionally, some 365 items are now produced in larger manufacturing facilities that prioritize volume over artisanal quality. As Whole Foods becomes more mainstream, its once-distinct private label line may be losing its edge.
This is Why Studying Labels Is So Important
Private label products aren’t inherently bad, but not all grocery chains uphold the same standards behind the scenes. While these store-brand items may offer initial savings, some come with hidden costs: lower nutrition, questionable ingredients, and inconsistent quality.
As a consumer, it’s important to read labels carefully, pay attention to recalls, and compare ingredients, not just prices. In today’s food economy, cheap doesn’t always mean smart.
Have you ever had a disappointing experience with a store-brand product? Which grocery chain do you trust or avoid when it comes to private label foods?
Read More:
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Top 5 Cheapest Grocery Stores in the United States
Riley Schnepf is an Arizona native with over nine years of writing experience. From personal finance to travel to digital marketing to pop culture, she’s written about everything under the sun. When she’s not writing, she’s spending her time outside, reading, or cuddling with her two corgis.
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